New G-Star RAW campaign shows The Rhythm of Denim through immersive dance performance

New G-Star RAW campaign shows The Rhythm of Denim through immersive dance performance

Following on from their latest G-Star RAW x Snoop Dogg campaign, G-Star is now showing a different side to the brand with The Rhythm of Denim. Inspired by the urban tap movement that is making waves worldwide, The Rhythm of Denim captures an artistic translation between two world class tap dancers. Expressing themselves without the use of language. With dance as a dialogue and denim as their uniform. Emphasis is placed on the artistic side of G-Star. With the high production performance creating a bold, immersive experience for the viewer.

Tapping into 2022 Tap dance was born in the early 19th century, shaping a style of communication between people. With a powerful part to play in the Roaring Twenties, the dynamic art form grew so popular, it took centre stage at Broadway shows in New York. Fast forward to 2022 and tap is making a modern revival across the globe. But this time, it’s been remixed on the streets. An urban dance style has manifested, with a crossover of tap and break dance forming. Rewinding back to the place where denim first became the ultimate fabric for self-expression. And serving as the primary inspiration for the new G-Star campaign.

World Champion Tap Dancers The full denim styles were brought to life by two world-class tap dancers – World Tap Champion, Kamira Samuel and first class Broadway performer, Lee Howard. Each dance movement showcases the premium, multi-functional looks from their latest Hardcore denim collection. Jack Evans choreographed the tap dance, creating the perfect synergy of dance, music and denim.

“The simple premise of two characters in separate locations communicating transcendently through rhythm gives a contemporary lens for us to view tap dance in its rawest, most authentic form.”– Jack Evans, Choreographer

The Rhythm of Denim campaign is live on



Creative Agency: The Family Amsterdam

Director: Paul Geusebroek

Choreographer: Jack Evans

Dancers: Lee Howard & Kamira Samuel

About G-Star RAW

Since 1989, G-Star RAW has pushed the boundaries of denim design, manifesting its own vision of the future by introducing “luxury denim” for the streets through pioneering styles. Hardcore Denim is the philosophy that expresses the brand’s obsession with denim; the cloth, the craft and the history. It pushes G-Star to invent, explore and take craftsmanship to another level – down to the smallest detail – and with a strong belief that there is no limit to what denim can do. With innovation, sustainability and creativity at its core, the brand pursues to define the next generation of denim with respect for people and planet.